COPY & CONTENT STRATEGY

Laphroaig

Pitch/Spec Work: Taste the Views

With its strong, aggressive peaty notes, Laphroaig has a flavour you'll either love, or love to hate--and in an untraditional turn, Laphroaig, as a brand, embraces this disparity with its long-running #OpinionsWelcome social campaign. But while #OpinionsWelcome was a great way to engage customers to talk about the brand, our team was challenged to discover a way for the brand to talk about itself, with 'opinions' at its heart.

So we created an extra brand messaging layer called "Taste the Views," allowing us to play with assertive language, reminiscent of Laphroaig's remote Scottish island heritage, and that blended well with the existing #OpinionsWelcome campaign.